Vacaay and Travel South USA reboot international destination marketing

TD Editor

Having lost traction, after an eighteen-month hiatus, destination marketing organisations are adopting new – more innovative, tech-savvy, leisure-travel media that guarantee ROI.

The US States and Brand USA will be dominant players globally as they seek to re-stimulate their economies, with unprecedented lost tourism spend and taxes.

In 2019, tourism ranked throughout The Southern US States as one of the top three industries, behind manufacturing and agriculture, and was responsible for $133 billion in spending by visitors, generating 1.4 million direct jobs, $30 billion in worker paychecks, and almost $16 billion in state and local taxes.

Vacaay and Travel South USA’s comprehensive media partnership will initially target lucrative Australian audiences who stay longer and spend more than most markets. Australians are now gearing up for the return of international travel from mid-November 2021.

Now live, Travel South USA and Vacaay’s content partnership celebrates the diversity of ten individual Southern states. Combining inspirational content with innovative performance-based digital marketing, the campaign engages and inspires travellers with the ability to book directly with Vacaay’s partners.

Liz Bittner, president and CEO of Travel South USA, says: “We are delighted to partner with Vacaay for this cutting-edge digital campaign. Our state tourism boards have worked seamlessly with the Vacaay team to create and display stunning content that travellers will undoubtedly resonate and engage with. Known for our Southern charm and friendly nature, as well as our wealth of unmissable experiences, we can’t wait to welcome our Aussie friends once again.”

The showcased destinations include Alabama, Arkansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, and West Virginia. With glorious national parks, rich heritage, a global-leading music scene, and delicious culinary offerings, this exciting collection of states provide endless opportunities to explore.

Tristan Freedman, Vacaay regional director – North America, says: “It’s absolutely thrilling to see such a diverse and product-rich destination like the South come to life and get the full exposure it deserves, with Vacaay. We’ve loved working with Liz and her partner states. Tourism content marketing faces a great challenge to display the full story and vibe of a destination, but with Vacaay, we not only provide this we also generate effective results to go with.”

To check out the Travel South USA content, visit and search for a Southern state of your choice. From here, you can add places you ‘love’ to your Passport and build itineraries using the platform’s trip planner.
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